Marketing Research Process

Process

Problem
identification

Contact made with

Marketing
Manager /
Marketing Analyst
Exploratory
research

Formulation of
research needs /
definition of
research
objectives

Internal
research
brief

Discussion over
internal resource
constraints
(agreement
reached over how
to proceed)
Marketing Team
creates proposal
for delivering
research

Selection of
research provider
(Purchasing input
sought)

Research proposal
agreed
(agreement and
implementation of
any financing
arrangements)
Collection and
analysis of
secondary /
primary data
Presentation of
draft research
findings and
recommendations
(marketing team
sign off)
Findings presented

External
research
brief

Notes
Exploratory research can be conducted by any person involved in a project and could take the form of
secondary research or case study identification, or be existing / previous data held within the
company
It is anticipated that the formulation of research needs / definition of research objectives is a
collaborative process involving all parties with an interest in the proposed research. The internal
research brief is an output from this stage.
Discussion over internal resource constraints should include primary stakeholders (requester,
marketing manager, marketing analyst) and cover staff levels, existing pressures and available
budget. Potential outcomes include reject (ie conduct with no direct marketing team involvement or
shelve), deliver in house or source external support. If the project is rejected, but conducted with no
direct marketing team involvement, consultative support should be offered to the requester by the
marketing team.
Selection of research provider is a process facilitated and managed by the marketing team the
external research brief is an output from this stage.
Research proposal agreed is the stage at which the marketing team, delivery team (internal or
external) and the requester sign off the detailed proposal and project plan, and complete any
necessary administrative actions for budget and payments to be made available.

Marketing Research Process